Photo by Jordan Murray, @lovelyliterary

Jordan Murray’s perfectly manicured hand displays an annotated title page of Jane Austen’s Pride and Prejudice. “From the library of Jordan Murray” is stamped in the centre; just below she’s written, “the cost of pride, love & marriage, social status.” And all around are illustrations of tiny flowers, hearts and envelopes along with a drawing of the famous 18th century English novelist. A multitude of coloured tabs peek out from the novel’s pages.

Murray’s @lovelyliterary Instagram page is an ode to the modern aesthetics of online book lovers. Murray, a 23-year-old University of Windsor student, is an avid book annotator and part of the boom of young adults passionate about reading.

According to a survey by BookNet Canada, a non-profit that collects and analyzes data about the Canadian book industry, half of those surveyed in the 18 to 29 age group preferred books in print. The medium is optimal for recording thoughts, reactions, and feelings in annotated form, and the phenomenon has spread. Practitioners share the art and joy of book annotation on book blogs, Pinterest, Instagram and BookTok, a TikTok subcommunity. Novices seek advice and tips on Reddit and Goodreads. Online retailers like Etsy and Amazon advertize purpose-made book annotation supplies.

OK, Boomer: this isn’t your version of annotating with pencil in hand, making surreptitious notes in margins. Millennials and Gen Zers go all out. They underline, circle and highlight pages. They generously apply different coloured tabs and stickers. “I’m swooning” moments, memorable quotes, relatable themes and spicy scenes are marked. Some annotators have colour coding systems—pink tabs to represent cute scenes, green for standout paragraphs. They also create legends or tables of content for easy reference. The more aesthetically inclined will match the colours of their tabs to their book covers. When it comes to supplies, tools of the trade include pens, scissors, tweezers, rulers, stickers, coloured tabs and highlighters.

“On a more surface level, it’s treated like an art form,” says Murray. “Sometimes it’s idealized for the aesthetics.”

But while these book enthusiasts use their online platforms to spread the word about their art and share with others, creating a hybrid medium of sorts, they also say the hobby offers a much-needed reprieve from the digitization of their lives. “It’s a form of self care, to really connect with my books and disconnect from the world,” says 36-year-old Alexandra Kelebay, a Montrealer and book columnist for CBC/Radio Canada who posts on Instagram @thebookishglow. “It is also a very creative process for some, which is another fascinating way to approach it; people quite literally transform their books into art objects this way, which is a wonderful antidote to our highly digital, online existence.”

This is something Danielle Fuller has observed in her research. The University of Alberta professor of English and film studies is interested in how Gen Z are drawn to analogue media even while they might choose to display their material practices, such as annotation, via digital technology. “Since [Gen Z] grew up with technology, they don’t want to be on screens all the time. Some of their motivations for choosing a print book is to get off screens and that networked environment.”

Equally important is the hands-on approach book annotation affords them. “It makes the experience come alive—it’s physical, tactile, and a kind of tangible way of experiencing a book,” says Kelebay. “When people especially connect with characters or themes in a book, it can be transformative, so annotating concretizes an experience that would otherwise remain abstract.”

Annotation also provides an opportunity to internalize away from a wired world focused on constant social interaction and stimulation.

“For me, annotating has always been something very personal, so to share this with someone would feel very open and vulnerable, almost like peeking into my journal,” says Kelebay. “It’s where I highlight meaningful lines, passages, and quotes, as well as scribble thoughts in the margins as I read. For me it’s a solitary, meditative experience.”

There’s another motivating factor. A few generations ago, books, reading, and annotation were the domain of geeks and scholars. Academics meticulously pored over classic literature and recorded their thoughts. This came with the implicit understanding that only centuries-old tomes by long-dead authors were worthy of annotation—a concept the new generation of book lovers rejects.

Murray started annotating for her Grade 9 English class unit on Shakespeare. But she says she now annotates whatever she’s enjoying – from a Sally Rooney novel to a horror-thriller. “Annotating has made the practice of reading more accessible and enjoyable. It isn’t just for Tolstoy or Austen anymore; it could also be for romance books with cute moments or thrillers with shocking reveals.”

These days, the practice is for everyone. “It leans into the idea that geekiness is now kind of cool,” says Fuller. And that geekiness is viral and massively influential among young adults. A 2024 Statista survey revealed 37 percent of TikTok users in Canada are Gen Z, with BookTok amassing 45.7 million posts. Then there’s BookTube, an online literary community where 90 percent of users are aged 18-24. At the same time, viral book clubs are helmed by the young, rich and famous: there’s Belletrist from Emma Roberts, and model Kaia Gerber’s Library Science. With this kind of star power, it’s no wonder book lovers are happy to share their love for the written word. And annotation is just one way to both publicly and privately display that feeling.

It’s a feeling shared by Ryan Jones, though she takes a digital approach. “I’m 26-years-old, but I’m definitely an old soul at heart,” says the writer and marketing specialist in Waterloo, Ontario. “I like to keep the integrity of the physical book as it is.”

Jones annotates her e-book versions of novels and makes notes on her phone about the writing, characters, and plot. “I do like to highlight things that make me feel so deeply.” And deep feelings about books show no signs of waning, thanks to this passionate generation of young readers.